Definition
Trojan Horse Strategy
A go-to-market approach where a company enters through a smaller, accessible institution — such as nursing schools — to eventually reach the larger, harder-to-penetrate end market, such as health systems.
From the episode “The Soft Skill Crisis Costing Healthcare Billions”Hear it on the podcast1 episode
Learn the language of AI-native founders
Every week: the new terms, tools, and workflows founders are using, straight from the podcast.
Related terms in Growth, Sales & Marketing
Tire kickersUsers who sign up with no real intent and cancel quickly.TOFU / MOFU / BOFUTop, middle, and bottom of the marketing funnel. LinkedIn engagement at the comment level is TOFU — it builds awareness with people who have never heard of you before any direct conversation starts.Transparent Cost-Plus PricingA pricing model in which the service provider explicitly shows the cost breakdown to the client, including what goes to the underlying supplier or worker and what is the provider's margin. In offshore staffing, transparent cost-plus means the client's invoice separates the employee's take-home salary from the management fee. The alternative - opaque flat-rate pricing - creates incentives for providers to compress employee compensation without the client's knowledge, a practice sometimes called reverse tendering. Nicolas built Penbrothers on the transparent model from inception because opaque pricing in staffing creates misaligned incentives that ultimately harm the workers being placed.TribeA close community connected by shared moments and meaning.Trust BrokeringThe practice of building credibility with an audience through radical transparency, personal accountability, and consistent human presence — increasingly rare and valuable as AI-generated content floods every channel.Try before you buyWearing or visually previewing items before purchasing.Two-pronged sales motionSuki's structure of selling the reference app to health systems while licensing the underlying platform to other healthcare technology companies.UA (user acquisition)The paid and organic motion of getting new users. Dan reframes M&A as a UA channel.